How Velomora Is Building India’s First Comfort-Led Invisible Bodywear Brand For Women

Walk into any pharmacy or browse any marketplace in India and you will find nipple covers in a single shade, a pale beige that matches almost no one. Strapless bras sized for European bodies. Shapewear cut for mannequins that bear little resemblance to the women who are supposed to wear them. For decades, Indian women buying invisible bodywear had a straightforward choice: settle for what did not fit, or go without.

Faiz Ahmed and Jeeshan Khan decided that was a problem worth fixing.

In 2025, the two founders launched Velomora, positioning it as India’s first comfort-led invisible bodywear brand built specifically for Indian bodies, Indian skin tones, and India’s unforgiving heat and humidity. In less than a year, over 50,000 women across the country have bought the product. More than 150,000 units have been sold and 30% of customers have come back for a second purchase.

The Problem That Nobody Was Solving

The numbers behind India’s innerwear market are striking. The segment was valued at $10.24 billion in 2024 and is projected to reach $19.25 billion by 2033, growing at a CAGR of 6.7%, according to IMARC Group. Women’s innerwear accounts for over half that market. The category is large, growing, and increasingly moving online, with e-commerce platforms and D2C brands reshaping how Indian women shop for intimate wear, offering convenience and privacy that physical retail rarely provides.

Yet for all that growth, one corner of the market had been almost entirely neglected. The invisible bodywear segment, covering nipple covers, boob tape, adhesive bras, silicone uplift, and shapewear, was served almost exclusively by imported products. And imports, designed for a different body type, a different climate, and a different range of skin tones, were failing Indian women in specific, repeatable ways.

Adhesives that failed in Indian humidity. Shades calibrated for Western skin that left visible patches on Indian complexions. Sizing systems derived from European standardisation that simply did not account for the diversity of Indian body shapes. Women were buying these products out of necessity, tolerating the misfits, and saying so loudly in DMs, reviews, and conversations that Faiz and Jeeshan were paying close attention to.

“We launched because the invisible-wear category in India was served almost entirely by ill-fitting imports,” says Jeeshan Khan. “No one was designing skin-safe, climate-tested products in tones that actually match Indian skin at an accessible price.”

Building From The Ground Up

The founding of Velomora was preceded by a period of deliberate listening. Before finalising the product range, the team conducted direct customer conversations, analysed reviews across marketplaces, tracked DMs, and ran fit testing across a range of Indian body types. The research was not demographic modelling. It was granular, complaint-driven, and specific. What they found was not a market that needed to be created. It was a market that had been waiting for someone to show up with the right product.

The product range that emerged covers the full spectrum of invisible bodywear: medical-grade nipple covers in both glue and no-glue variants, boob tape and double-sided tape, silicone breast uplift, silicone strapless adhesive bras, and invisible shapewear bodysuits. Every product has been developed and tested against a specific set of Indian conditions, including heat, humidity, varied skin tones, and the full range of Indian body proportions.

The materials reflect the same specificity. Velomora uses dermatologically tested medical-grade silicone, plant-based adhesives formulated to hold through sweat, and hypoallergenic materials built for all-day wear. Products are designed to last for 10 or more uses, a deliberate choice that repositions invisible bodywear from a disposable, imported afterthought into something worth investing in.

“Our mission is to make every woman feel confident in what she wears underneath, with bodywear designed around her, not adapted from foreign sizing,”Faiz Ahmed says.

The biggest early challenge was not demand, which materialised faster than expected. It was education. Most Indian women had only ever known imports in this category and had never encountered a product built for their specific needs. Building trust meant explaining not just what the product was, but why it was meaningfully different from what they had already tried and been disappointed by.

The D2C Engine

Velomora operates on a direct-to-consumer model anchored by its own website. The brand is also live across all five major Indian marketplaces, Myntra, Nykaa, Flipkart, Ajio, and Amazon, but the website is the primary commercial engine, generating approximately 80% of total sales. The marketplace presence serves discovery and reach; the website drives margin and builds the direct customer relationship.

Meta advertising and retargeting have been central to customer acquisition, and the brand has built a community with a 30% repeat customer rate, a figure that reflects not just product satisfaction but a degree of category loyalty that is unusual for a brand less than a year old. Customer service operates on a model of direct, human responsiveness: a real person responds to DMs, typically within an hour.

The brand is currently bootstrapped. Revenue figures have not been disclosed, but the founding team has indicated plans to triple sales in the current year and is exploring international expansion starting with the Middle East. Manufacturing is currently outsourced, with plans to bring in expanded production infrastructure by the end of 2027.

What The Category Actually Needs

Velomora’s competitive frame is not defined by other D2C intimate wear startups. The company is going after a different benchmark entirely: the imported brands that currently dominate the invisible bodywear segment, and the broader intimate wear market led by players like Jockey, Zivame, and Clovia, none of which have built a specialised, India-first invisible bodywear range.

The differentiation Velomora is staking its growth on is structural, not cosmetic. Skin tones matched to real Indian complexions across the full range. Adhesive systems tested for Indian climate conditions rather than assumed to perform.

Sizing developed from Indian body data rather than adapted from foreign templates. And pricing calibrated to be accessible, because a product that solves a real problem but sits outside most women’s budgets has not actually solved the problem.

“Indian women finally have invisible wear designed for their bodies, skin, and climate, not borrowed from foreign sizing,” Faiz Ahmed says.

The long-term ambition is straightforward: to be the first name Indian women reach for when they think about invisible, comfort-led bodywear. On its current trajectory, with 50,000 customers, five major marketplace listings, a 30% repeat rate, and an international expansion in the pipeline, the brand is building toward that position faster than its founders initially expected.

In a $10 billion market where the most specific, most personal category of women’s wear has been left to imports that do not fit, the gap Velomora is filling is both obvious and, until now, largely ignored. That combination rarely lasts long.